What’s driving you? That is the question Land Rover is asking in some of the auto manufacturer’s latest creatives on digital. The brand, under the parent company Jaguar Land Rover, is currently undergoing a
media review until October, amidst hiking up digital spend on display.
Read on for a look at how Jaguar Land Rover is budgeting out digital spend between their two brands, and more insights from Land Rover’s current display strategy. To download the entire advertising report click here.
Land Rover vs. Jaguar
Over the last thirty days, spend for Land Rover has completely dominated what Jaguar has shelled out across desktop, mobile, and video advertising. Looking at desktop display activity specifically, over $1.5 million was spent on advertising for Land Rover compared to only $158 thousand for Jaguar.
Looking at site spend, there was little overlap between the two brands. Edmunds, Automotive.com, and
AutoByTel.com were the only sites running both Land Rover and Jaguar creatives during the last thirty days. Jaguar directed the bulk of their display spend to top site Crackle, sponsoring creatives for the streaming site’s original series,
Snatch.
The All New Discovery
Consuming the bulk of Land Rover’s digital spend is the Discovery model. Nineteen out of the thirty-eight unique display creatives for Land Rover over the last thirty days was for the “All-New" Discovery. Touted as “The Most Versatile Land Rover” capable of driving you to “Uncharted Discoveries,” the brand spent $1.4 million on advertising the Discovery model. Considering Land Rover’s display spend over the last thirty days was just over $1.5 million, they are going all in on the Discovery.
Top creatives for the brand, and for the model, included high-value homepage banner ads for top sites like NYTimes and ESPN.
10th Top Display Spender for the Auto Category
Land Rover is the current 10th top advertising spender on desktop/display placements for the auto category, ranking just behind Volvo and Honda. Year-to-date, Land Rover ranks as the 35th top auto spender on desktop but a summertime spending hike on the device-type has catapulted them up the rankings.
When taking into account other device-types and formats over the last month, Land Rover falls to #18 because the brand is not investing as much into video advertising compared to other automakers. Land Rover invested 86% of their digital budget on display placements over the last thirty days, while brands like Porsche and Jeep put around 65% of their spend towards display, leaving more budget for video.
Land Rover was running more video early on in 2017, but switched up their mix in April before putting the gas on display in June. Either video ads did not translate well to the brand's target audience, or they find more ROI in display during summer months. Time will tell.
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